Google Confidential and Proprietary Google Confidential and Proprietary Data-Driven Storytelling @AdamSinger Analytics Advocate @GoogleAnalytics
Google Confidential and Proprietary Google Confidential and Proprietary
Data-Driven Storytelling
@AdamSingerAnalytics Advocate @GoogleAnalytics
Google Confidential and Proprietary Google Confidential and Proprietary
Data-Driven Storytelling
@AdamSingerAnalytics Advocate @GoogleAnalytics
@AdamSinger / @GoogleAnalytics Google Confidential & Proprietary
AgendaWho is @AdamSinger / why are you listening to me?
● Analytics Advocate, Google● Blogger, TheFutureBuzz.com, Analytics Columnist, ClickZ● Previous role: Digital Director, LEWIS PR
Google Confidential and Proprietary Google Confidential and Proprietary
Quick Agenda
● Flood of data● Data viz best
practices● How Google can
help
Google Confidential and Proprietary Google Confidential and Proprietary
Your ancestor was a lizard ( your brain still is).
Google Confidential and Proprietary Google Confidential and Proprietary
This is your brain on data
@AdamSinger / @GoogleAnalytics
Google Confidential and Proprietary Google Confidential and Proprietary
“Facts Tell Stories Sell”
@AdamSinger / @GoogleAnalytics
source: via Reddit: http://goo.gl/dzYArG
Google Confidential and Proprietary Google Confidential and Proprietary @AdamSinger / @GoogleAnalytics
Storytelling w/ data is how you stand out on the web
OKCupid used data to share dating trends: viral growth, media attn, millions of users, industry disruption >> $50m acquisition by Match
Google Confidential and Proprietary Google Confidential and Proprietary
Use your data to power the news
@AdamSinger / @GoogleAnalytics
Waze data is used by TV U.S. news stations across the US. Powerful, free marketing for their app.
Before we talk more about visualization, let’s talk analysis.
Analysis
1. Filtering
2. Sorting
3. Grouping
Filtering
Sorting
Sorting
Sorting
Sorting
Grouping
Google Confidential and Proprietary Google Confidential and Proprietary
Google Confidential and Proprietary Google Confidential and Proprietary
How to tell your story with data in 6 steps:
1. Define Audience
2. Create Hypotheses
3. Sketch
4. Get data
5. Explore data
6. Tell the Story
source: via informationisbeautiful.net
Google Confidential and Proprietary Google Confidential and Proprietary
Visualizations tell the story ...
@AdamSinger / @GoogleAnalytics
Google Confidential and Proprietary Google Confidential and Proprietary
via flowingdata.org
Google Confidential and Proprietary Google Confidential and Proprietary @AdamSinger / @GoogleAnalytics
Google Confidential and Proprietary Google Confidential and Proprietary @AdamSinger / @GoogleAnalytics
Google Confidential and Proprietary Google Confidential and Proprietary @AdamSinger / @GoogleAnalytics
Google Confidential and Proprietary Google Confidential and Proprietary
Google Confidential and Proprietary Google Confidential and Proprietary
Google Customer Journey Tool (open sourcing GA data)
Try the tool at: https://goo.gl/irdya8
Google Confidential and Proprietary Google Confidential and Proprietary
Shifting Incomes for American Jobs
Via: https://goo.gl/Ky8eTr
Google Confidential and Proprietary Google Confidential and Proprietary
Bloomberg shares what’s really warming the Earth
via: http://www.bloomberg.com/graphics/2015-whats-warming-the-world/
Google Confidential and Proprietary Google Confidential and Proprietary @AdamSinger / @GoogleAnalytics
via: http://goo.gl/shaRLK
Google Confidential and Proprietary Google Confidential and Proprietary
Our industry is not always great at visualizations...
@AdamSinger / @GoogleAnalytics
Google Confidential and Proprietary Google Confidential and Proprietary
But wait, someone took another stab at it.
OMG - so much better!?
@AdamSinger / @GoogleAnalytics
Google Confidential and Proprietary Google Confidential and Proprietary
A 243% boomer?
@AdamSinger / @GoogleAnalytics
Google Confidential and Proprietary Google Confidential and Proprietary
At least this one has pretty colors
Google Confidential and Proprietary Google Confidential and Proprietary
Some are just misleading
Google Confidential and Proprietary Google Confidential and Proprietary
...or correlating random things
Google Confidential and Proprietary Google Confidential and Proprietary
Design, icons & data are cool - but it’s overwhelming!
Google Confidential and Proprietary Google Confidential and Proprietary
Some are just hopeless...
Google Confidential and Proprietary Google Confidential and Proprietary
Bad visualizations happen internally too!
@AdamSinger / @GoogleAnalytics
From my friend Ian Lurie’s presentation here: http://goo.gl/LahP2v
Google Confidential and Proprietary Google Confidential and Proprietary
Google Confidential and Proprietary Google Confidential and Proprietary
What’s the real problem here?
@AdamSinger / @GoogleAnalytics
1. Creators know too much
2. It’s a “last mile effort”
3. Some are checking a box
4. Trying to spin numbers
5. And yeah, some people just don’t care
Google Confidential and Proprietary Google Confidential and Proprietary @AdamSinger / @GoogleAnalytics
Why not turn busy things like this ...
Google Confidential and Proprietary Google Confidential and Proprietary @AdamSinger / @GoogleAnalytics
Into something clear & concise like this:(via http://flowingdata.com “visualize this” challenge”)
Google Confidential and Proprietary Google Confidential and Proprietary @AdamSinger / @GoogleAnalytics
Or break out the data separately like this...
Google Confidential and Proprietary Google Confidential and Proprietary
Actionable takeaways
@AdamSinger / @GoogleAnalytics
1. Keep charts & graphs simple
2. Tell user what to take away
3. Call out % change
4. Don’t spin data, ever!
5. Report as part of process
6. Right data, right stakeholder
7. Be creative, have fun
Google Confidential and Proprietary Google Confidential and Proprietary Click to enter source
How we can help you
Google Confidential and Proprietary Google Confidential and Proprietary Click to enter source
Take your GA data to go via API
Google Confidential and Proprietary Google Confidential and Proprietary Click to enter source
Use apps to beautiful your data via “easy button”
https://create.visual.ly/graphic/google-analytics
Google Confidential and Proprietary Google Confidential and Proprietary Click to enter source
Connectors let you easily put data into viz apps
Google Confidential and Proprietary Google Confidential and Proprietary
Google Confidential and Proprietary Google Confidential and Proprietary
Google Data Studio
CONNECT VISUALIZE SHARE
Data Studio 360 workflow
Create reports and dashboards- Flexible reporting- Answer questions- Monitor the business
Manage your data- Access- Transform- Govern
Data Sources Tool Reports Tool
Google Confidential and Proprietary Google Confidential and Proprietary
Data Studio 360 Integrations
Google Confidential and Proprietary Google Confidential and Proprietary @AdamSinger / @GoogleAnalytics
Check out Google Data Studio at DataStudio.Google.com
Google Confidential and Proprietary Google Confidential and Proprietary
Google Confidential and Proprietary Google Confidential and Proprietary Click to enter source
We’ve done the work for you in the Solutions Gallery
http://datastudiogallery.appspot.com/
Google Confidential and Proprietary Google Confidential and Proprietary @AdamSinger / @GoogleAnalytics
Google Trends: Visually see global interest / trends
Start experimenting with trends at:Google.com/Trends
Google Confidential and Proprietary Google Confidential and Proprietary
Thank You! ….Additional Resources:
Blogs● Official GA blog: analytics.blogspot.com
Dashboards / custom reports / advanced segments● google.com/analytics/gallery/
Take our MOOC! (free, on-demand)● analyticsacademy.withgoogle.com
Ask me questions anytime:● @AdamSinger on Twitter
@AdamSinger / @GoogleAnalytics Google Confidential & Proprietary
AgendaWho is @AdamSinger / why are you listening to me?
● Analytics Advocate, Google● Blogger, TheFutureBuzz.com, Analytics Columnist, ClickZ● Previous role: Digital Director, LEWIS PR
Google Confidential and Proprietary Google Confidential and Proprietary
Quick Agenda
● Flood of data● Data viz best
practices● How Google can
help
Google Confidential and Proprietary Google Confidential and Proprietary
Your ancestor was a lizard ( your brain still is).
Google Confidential and Proprietary Google Confidential and Proprietary
This is your brain on data
@AdamSinger / @GoogleAnalytics
Google Confidential and Proprietary Google Confidential and Proprietary
“Facts Tell Stories Sell”
@AdamSinger / @GoogleAnalytics
source: via Reddit: http://goo.gl/dzYArG
Google Confidential and Proprietary Google Confidential and Proprietary @AdamSinger / @GoogleAnalytics
Storytelling w/ data is how you stand out on the web
OKCupid used data to share dating trends: viral growth, media attn, millions of users, industry disruption >> $50m acquisition by Match
Google Confidential and Proprietary Google Confidential and Proprietary
Use your data to power the news
@AdamSinger / @GoogleAnalytics
Waze data is used by TV U.S. news stations across the US. Powerful, free marketing for their app.
Before we talk more about visualization, let’s talk analysis.
Analysis
1. Filtering
2. Sorting
3. Grouping
Filtering
Sorting
Sorting
Sorting
Sorting
Grouping
Google Confidential and Proprietary Google Confidential and Proprietary
Google Confidential and Proprietary Google Confidential and Proprietary
How to tell your story with data in 6 steps:
1. Define Audience
2. Create Hypotheses
3. Sketch
4. Get data
5. Explore data
6. Tell the Story
source: via informationisbeautiful.net
Google Confidential and Proprietary Google Confidential and Proprietary
Visualizations tell the story ...
@AdamSinger / @GoogleAnalytics
Google Confidential and Proprietary Google Confidential and Proprietary
via flowingdata.org
Google Confidential and Proprietary Google Confidential and Proprietary @AdamSinger / @GoogleAnalytics
Google Confidential and Proprietary Google Confidential and Proprietary @AdamSinger / @GoogleAnalytics
Google Confidential and Proprietary Google Confidential and Proprietary @AdamSinger / @GoogleAnalytics
Google Confidential and Proprietary Google Confidential and Proprietary
Google Confidential and Proprietary Google Confidential and Proprietary
Google Customer Journey Tool (open sourcing GA data)
Try the tool at: https://goo.gl/irdya8
Google Confidential and Proprietary Google Confidential and Proprietary
Shifting Incomes for American Jobs
Via: https://goo.gl/Ky8eTr
Google Confidential and Proprietary Google Confidential and Proprietary
Bloomberg shares what’s really warming the Earth
via: http://www.bloomberg.com/graphics/2015-whats-warming-the-world/
Google Confidential and Proprietary Google Confidential and Proprietary @AdamSinger / @GoogleAnalytics
via: http://goo.gl/shaRLK
Google Confidential and Proprietary Google Confidential and Proprietary
Our industry is not always great at visualizations...
@AdamSinger / @GoogleAnalytics
Google Confidential and Proprietary Google Confidential and Proprietary
But wait, someone took another stab at it.
OMG - so much better!?
@AdamSinger / @GoogleAnalytics
Google Confidential and Proprietary Google Confidential and Proprietary
A 243% boomer?
@AdamSinger / @GoogleAnalytics
Google Confidential and Proprietary Google Confidential and Proprietary
At least this one has pretty colors
Google Confidential and Proprietary Google Confidential and Proprietary
Some are just misleading
Google Confidential and Proprietary Google Confidential and Proprietary
...or correlating random things
Google Confidential and Proprietary Google Confidential and Proprietary
Design, icons & data are cool - but it’s overwhelming!
Google Confidential and Proprietary Google Confidential and Proprietary
Some are just hopeless...
Google Confidential and Proprietary Google Confidential and Proprietary
Bad visualizations happen internally too!
@AdamSinger / @GoogleAnalytics
From my friend Ian Lurie’s presentation here: http://goo.gl/LahP2v
Google Confidential and Proprietary Google Confidential and Proprietary
Google Confidential and Proprietary Google Confidential and Proprietary
What’s the real problem here?
@AdamSinger / @GoogleAnalytics
1. Creators know too much
2. It’s a “last mile effort”
3. Some are checking a box
4. Trying to spin numbers
5. And yeah, some people just don’t care
Google Confidential and Proprietary Google Confidential and Proprietary @AdamSinger / @GoogleAnalytics
Why not turn busy things like this ...
Google Confidential and Proprietary Google Confidential and Proprietary @AdamSinger / @GoogleAnalytics
Into something clear & concise like this:(via http://flowingdata.com “visualize this” challenge”)
Google Confidential and Proprietary Google Confidential and Proprietary @AdamSinger / @GoogleAnalytics
Or break out the data separately like this...
Google Confidential and Proprietary Google Confidential and Proprietary
Actionable takeaways
@AdamSinger / @GoogleAnalytics
1. Keep charts & graphs simple
2. Tell user what to take away
3. Call out % change
4. Don’t spin data, ever!
5. Report as part of process
6. Right data, right stakeholder
7. Be creative, have fun
Google Confidential and Proprietary Google Confidential and Proprietary Click to enter source
How we can help you
Google Confidential and Proprietary Google Confidential and Proprietary Click to enter source
Take your GA data to go via API
Google Confidential and Proprietary Google Confidential and Proprietary Click to enter source
Use apps to beautiful your data via “easy button”
https://create.visual.ly/graphic/google-analytics
Google Confidential and Proprietary Google Confidential and Proprietary Click to enter source
Connectors let you easily put data into viz apps
Google Confidential and Proprietary Google Confidential and Proprietary
Google Confidential and Proprietary Google Confidential and Proprietary
Google Data Studio
CONNECT VISUALIZE SHARE
Data Studio 360 workflow
Create reports and dashboards- Flexible reporting- Answer questions- Monitor the business
Manage your data- Access- Transform- Govern
Data Sources Tool Reports Tool
Google Confidential and Proprietary Google Confidential and Proprietary
Data Studio 360 Integrations
Google Confidential and Proprietary Google Confidential and Proprietary @AdamSinger / @GoogleAnalytics
Check out Google Data Studio at DataStudio.Google.com
Google Confidential and Proprietary Google Confidential and Proprietary
Google Confidential and Proprietary Google Confidential and Proprietary Click to enter source
We’ve done the work for you in the Solutions Gallery
http://datastudiogallery.appspot.com/
Google Confidential and Proprietary Google Confidential and Proprietary @AdamSinger / @GoogleAnalytics
Google Trends: Visually see global interest / trends
Start experimenting with trends at:Google.com/Trends
Google Confidential and Proprietary Google Confidential and Proprietary
Thank You! ….Additional Resources:
Blogs● Official GA blog: analytics.blogspot.com
Dashboards / custom reports / advanced segments● google.com/analytics/gallery/
Take our MOOC! (free, on-demand)● analyticsacademy.withgoogle.com
Ask me questions anytime:● @AdamSinger on Twitter